Radio Advertising Share the Rainbow CampaignAngela Romero@AngelaLRomero
ProductFruit flavored, bite- size, hard shelled candy with a chewy center that comes in a variety of shiny colors.
Why do Advertising * Increase brand loyalty through engagement & celebrity endorsement. * “Share the Rainbow” campaignThe Target market * We are targeting young women from ages 15- 25 who are digital natives * Females want to be unique, fun, and vibrant, so we picked Katy Perry as an endorser who is perceived as having these qualities * They regard pop stars and celebrities as role models
Audience Perspective on the Product * Chocolate is the go-to candy for most customers * Skittles needs to try harder to be unique and memorable to position itself in the customer’s top of mind selection for candy. * By engaging customers and rewarding them with a free song we create a memorable experience.Compelling Idea * Skittles is a fun candy because Katy Perry endorses it * You would never be bored because it offers a variety of flavors.
Why Believe * Skittles is unique because no other candy is the color of the rainbow * It has never compared itself with other candy brands. * Eating Skittles is incredibly fun experience because of the burst of different fruit flavors.Brand personality/tone: * Unique, out-of the-box, irreverent, and fun personalityWebsite: Skittles.com * Interaction: Customers can share their story * Download the new Katy Perry song * Links to all social media outlets.
Media * Hip Hop and Rock/Pop stations because they are popular among teens and young adults * Most popular stations: 94.9, 106.1, 97.3, 107.7 and 105.3 * These radios stations play Katy Perry because she she is a top pop star and our target market listens to themFormat * Music: Katy Perry’s “California Gurls” and the Skittle’s YouTube parody “Double Rainbow” is a viral song. * Celebrity announcer: Katy Perry is a top pop star * Dialogue theater of the mind, unique story for our Skittles commercial
ScriptHey I’m Katy Perry and want to share my craziest rainbow adventurebecause I love Skittles. I was looking up at the sky one day at a rainbowwhen I saw Snoop Dog riding towards me on a cloud of raining Skittles!I grabbed a fistful and as I popped them in my mouth, I was suddenlyhit by the intense burst of fruity gooey chewy flavors and textures. Itwas so amazing that I wrote a song about it. Go to skittles.com to shareyour rainbow story with me and I’ll share my brand new song-- DoubleRainbow with you.--Double Rainbow Song--Dj: Katy Perry’s “Double Rainbow” is now available for download atSkittles.com.Taste the Rainbow. Feel the Rainbow. Share the Rainbow.
Applied Guidelines * 1.Get attention by announcing immediately that Katy Perry is the person that is speaking. * 2.Stimulate the imagination: creating visual images by describing her Skittles experience & using adjectives * 3.Repeat the brand name: Skittles is repeated 4 times & the rainbow concept 9 times * 4.Use of sound and music: “The “California Gurls” & “Double Rainbow Song”